City of London

OpenFest street team

Impact set up a large bespoke street team, which would assist the City of London’s OpenFest in targeting audiences and helping them to find their way during the event.

The City of London approached Impact to put together a large street team for its OpenFest event, held as part of the Culture Mile.

We worked to a strict budget and assembled a team of 20 brand ambassadors to guide audiences to the event over a weekend in March. Two team leaders each oversaw a team of nine, spread across several locations around the Barbican Centre where the event was taking place.

Training was required in advance of the campaign, which we co-ordinated between the ambassadors and City of London.

The unforeseen ‘Beast from the East’ resulted in the street team working in extreme weather conditions, but with the help of the team leaders the ambassadors stayed strong! Rotating the ambassadors between indoor and outdoor locations and providing them with hot drinks and plenty of comfort breaks lead to the shifts being completed fully staffed and with morale high.